Wallabies "Men of Gold Forged in Rugby" Campaign

SYDNEY, May 20, 2010 – Ogilvy & Mather Sydney has forged a new TVC campaign for the reinvigorated Wallabies, depicting the 'Men of Gold' being rebuilt and emerging as a new generation of players.

Set in a futuristic foundry, the 30-second TVC depicts "Gods of Rugby" being created in a high-tech but brutally tough environment. The campaign aims to capture a new generation of Rugby supporters, by demonstrating that the Wallabies have a "new heart, new blood and a new skin."

"It's been a lean couple of years for the Wallabies, but 2010 sees the dawning of a new era. It's a new decade, with a new captain, new and exciting young players, new jersey and a new mindset to playing the game. The TVC aims to reflect these changes," said Ogilvy Sydney's Business Director, Adam Lee.

"The Men of Gold have been reinvigorated, and it's time to reignite the fans' passion. This is not the same old Wallabies; they've broken the mould. The use of the foundry helps to capture that recreation."

The campaign also uses the "Built by Rugby, forged in Union" tagline first created by Ogilvy Sydney in the lead up to the 2008 season. The campaign was developed for the ARU and launches on pay TV and free to air on May 30.